Rethinking Consumption Flashcards
A marketer’s ability to extract consumption patterns from consumer behavior and predict future purchases is sometimes referred to as ___.
Insight
____ can spread information faster and further, leading to opportunities or threats for marketers.
Word-of-mouth
What is the path consumers take to purchase?
Purchase Decision Process
The ___ represents the goals the marketer wants to achieve in moving the consumer down the path toward purchase.
Purchase Funnel
____ takes place in the mind of the consumers when he or she recognizes an unmet need.
Problem Recognition (Need Recognition)
Marketers depict the purchase decision as a funnel because the bottom section represents a large group of consumers who may experience problem recognition, but ____.
A smaller percentage actually makes a purchase towards the top of the funnel.
Purchase Funnel Stage:
- Awareness
- Interest/Consideration
- Intention/Conviction
- Action/Purchase
- Loyalty/Positive word-of-mouth
The Purchase Decision Process Stage
- Problem Recognition
- Information Search
- Alternative Evaluation
- Purchase
- Postpurchase Behavior
The term for when a consumer monitors product category information when he or she is not shopping is ____.
Enduring Involvement
____ are often factual pieces of information available from the marketer, such as the price of an application.
Search Attributes
____ are those that the consumer can only evaluate after using the product or service, such as enjoyment from a song you purchased.
Experience Attributes
The types of attributes that can never be evaluated by the consumer are referred to as ___.
Credence Attributes
____ refers to determining which factors contributed at some point in the journey to a consumer’s decision to make a purchase.
Attribution
The influence is greater when ____.
Members of the group have regular casual contact than when contact is sporadic and more formal.
____ is acceptable and unacceptable action members of the group are permitted to take based on group norms.
Normative Behavior
____ is which represents a person’s desires to fit in with the group by engaging in certain behaviors.
Value-expressive way
____ occurs when a member shares ideas, thoughts, attitudes, and beliefs with one another, sometimes with regard to products/services.
Informational Group Influence
____ is a theory developed in the late 1950s, suggests that ideas from media may reach people through opinion leaders, who may be in a position to influence attitudes.
Two-Step Flow of Communications
The ____ involves a source who encodes a message which is sent through a medium that decodes the message.
Basic Communications Model
When marketers communicate in the one-to-many category, they have ___.
More opportunity to control the message.
Short Message Service (SMS)
with a maximum of 140 characters
In ____, consumers interact with one another to both the benefit and detriment of a brand.
Many-to-many communications
____ considers that a consumer’s contributions to a firm’s bottom line might be enhanced through his or her social networks.
Connected Customer Lifetime Value
___ is a type of word-of-mouth communication taking place among individuals on the Web and connected through social networks.
Viral Marketing
___ people who pass along a lot of communications, feel particularly good about sending messages and perceive a reward in doing so.
Viral Mavens
___ are the earliest adopters of new technologies.
Innovators
___ is to provide information on how products disseminate through a population
Product Lifecycle (Only a guide and do not determine definite time periods for lifecycle events.)
__ is a clear, identifiable benefit to the new product relative to current market offerings.
Relative Advantage
___ is where consumers can see others using the product.
Observability
__ is when people are able to sample or test it prior to adoption.
Trial Ability
__ is the product is easy to use.
Simplicity of Use
__ is if the usage matches people’s lifestyles.
Lifestyle Compatibility
